Word: aspirins
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...Headache. Behind those figures lies a complicated story which revolves very largely around a product which most Americans take for granted-aspirin. Back in the '20s, Sterling gave up struggling against German competition in that product in South America and concluded a cartel peace with I. G. Farben by which Sterling's two subsidiaries, Sydney Ross Co. and Sterling International, became Farben's selling agents. This combination made Sterling a chief commercial aid to the Nazis after war broke out in Europe, because Sterling had also agreed to supply I.G.'s Latin American market...
...Cure. Biggest job was to persuade Latin Americans to ask for a U.S. aspirin instead of I.G.'s Cafiaspirina-a trade name that had been synonymous with aspirin below the border for 25 years. Sterling hit on the name of Mejoral (derived from mejor, meaning better in Spanish) and let fly with a terrific sales campaign that has left South Americans groggy-but full of Mejoral. During 1942 "Mejoral es mejor," Sterling's new slogan, poured from 230 radio stations in 7,000 half-hour programs, 5,200 quarter-hours, 4,700,000 spot announcements. (In parrot-loving...
...Costs: The results of this headache hullabaloo have been spectacular in terms of sales: less than one year from scratch, Mejoral has recovered (on a yearly basis) some four-fifths of the 25-year-old aspirin market that Sydney Ross and Sterling International lost when the Cafiaspirina arrangement was canceled. But the Mejoral push has also been spectacular in terms of costs: close to $2,000,000 of hard Sterling cash went into Latin American advertising last year, using up perhaps 30% of its Good Neighbor gross. Other costs have skyrocketed too: e.g., 2,000 employes, many of them meticulously...
...injured Watson was lashed in a bunk, where he chewed aspirin to kill the pain of his broken ribs. The drinking water had salt in it. Food supplies ran short. Cigarets were soaked, so the crew smoked dried tea leaves and fresh coffee rolled in pages torn from the Bluejacket's Manual. The auxiliary engine was useless. It was impossible to sail her. Day after day, a chip in a maelstrom, the 3070 tossed on the heaving Atlantic, battered by soft. waves, driven by the whims of one storm after another...
...bought more wisely than I knew. For example: my sulfanilamide is worth $1.50 a tablet here, and the 300 five-grain tablets of quinine I bought in Australia for two cents U.S. money apiece are worth U.S. 20? a tablet. Chinese friends come around asking for quinine, sulfanilamide and aspirin-and I feel compelled to give the stuff away because they need...